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a true story...
about an agency and client partnership and how together,
they executed a successful redesign.




        ...
client profile




plain and printed envelopes in all sizes, styles, and colors

• Founded in 1971              • Top 500 ...
alexander interactive                                        agency profile




ecommerce strategy, design & development

...
History
               Why Redesign?
               And So We Begin...
today’s plan   The Details
               Results
 ...
history



          jan 2009 • internet retailer conference
history



Launch 1.0
august 2000




00 01     02   03 04   05   06 07           08 09



                               ...
history



Launch 2.0
september 2001




00 01     02   03 04   05   06 07           08 09



                            ...
history



Action Meets Ai
may 2004




00 01      02   03 04   05   06 07           08 09



                            ...
history



Action Selects Ai
2 weeks later




00 01     02    03 04   05   06 07           08 09



                     ...
history



We Launch 3.0
october 2004




00 01     02   03 04   05   06 07           08 09



                           ...
history



Decide to Redesign
july 2006




00 01       02   03 04   05   06 07           08 09



                       ...
history



Launch 4.0
january 2008




00 01     02   03 04   05   06 07           08 09



                              ...
why redesign?



                jan 2009 • internet retailer conference
why redesign?

                                                             june
Average Order Was Up                     ...
why redesign?

                                                             june
Conversion Rate Was Up                   ...
why redesign?

                                                              june
Revenue Was Up                          ...
why redesign?

                                                june
Customers Were Happy                          2006

“ ...
why redesign?



All good, right?




                   jan 2009 • internet retailer conference
why redesign?




                jan 2009 • internet retailer conference
why redesign?



Look beyond the numbers.




                    jan 2009 • internet retailer conference
why redesign?



Look beyond the numbers.
Differentiate. Innovate. Lead.




                      jan 2009 • internet ret...
why redesign?



Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.



                      jan ...
why redesign?



Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.
Because they said so.

      ...
why redesign?



“ If I'd asked my customers what they
  wanted, they'd have said a faster horse.”
 — henry ford




     ...
why redesign?



Scalability.




                jan 2009 • internet retailer conference
why redesign?



Scalability.
Modernize design.




                    jan 2009 • internet retailer conference
why redesign?



Scalability.
Modernize design.
Customer-centric experience.



                     jan 2009 • internet r...
why redesign?



Scalability.
Modernize design.
Customer-centric experience.
Room to innovate.

                     jan 2...
why redesign?



                It’s time.




                             jan 2009 • internet retailer conference
and so we begin...



                     jan 2009 • internet retailer conference
and so we begin



“ Okay, so here is the list of the 2940
  features I want on the new site.
  Check them out. ”
 — seth
...
and so we begin



“ Okay, so here is the list of the 2940
  features I want on the new site.
  Check them out. ”
 — seth
...
and so we begin

Microsites   Brand Stores   Ajax Cart   One Step Checkout
Flash Envelope Designer New Product Photography...
and so we begin



Define the goals.




                    jan 2009 • internet retailer conference
and so we begin



Define the goals.
Determine success metrics.




                     jan 2009 • internet retailer conf...
and so we begin



Define the goals.
Determine success metrics.
Prioritize features.



                     jan 2009 • in...
and so we begin



Define the goals.
Determine success metrics.
Prioritize features.
Finalize plan and scope.

           ...
and so we begin

Microsites   Brand Stores   Ajax Cart   One Step Checkout
Flash Envelope Designer New Product Photos Faci...
and so we begin

Microsites   Brand Stores   Ajax Cart   One Step Checkout
Flash Envelope Designer New Product Photos Faci...
and so we begin

Microsites   Brand Stores   Ajax Cart     One Step Checkout
Flash Envelope Designer New Product Photos Fa...
the details



              jan 2009 • internet retailer conference
01 Homepage - Give more, show less                           before




                                     jan 2009 • in...
01 Homepage - Give more, show less                              after




                                     jan 2009 • ...
02 Simplify the Navigation                           before




                             jan 2009 • internet retailer ...
02 Simplify the Navigation                              after




                             jan 2009 • internet retaile...
03 Browsing paths / Homepage                           before




                               jan 2009 • internet retai...
03 Browsing paths / Homepage                              after




           orange




                               j...
03 Browsing paths / Shop by color                           before




                                    jan 2009 • inte...
03 Browsing paths / Shop by color                              after




                       fpo




                  ...
03 Browsing paths / New




                      fpo




                            jan 2009 • internet retailer confere...
04 Product photography




          zoom icon


                         jan 2009 • internet retailer conference
05 Product page                           before




                  jan 2009 • internet retailer conference
05 Product page




       05 Overhaul product page




                                  jan 2009 • internet retailer con...
05 Product page



“Guys, I think we nailed it...”
 — seth




                                  jan 2009 • internet retai...
05 Product page



“Guys, I think we nailed it...”
 — seth

And then the following morning...




                        ...
05 Product page



“Guys, I think we nailed it...”
 — seth

And then the following morning...


“Guys, it is looking too b...
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
06 Make reordering simple




                            jan 2009 • internet retailer conference
07 Decrease checkout abandonment




                                   jan 2009 • internet retailer conference
07 Decrease checkout abandonment

                                                Path 1:
                                ...
08 Enable creation of custom envelopes




                                         jan 2009 • internet retailer conference
results



          jan 2009 • internet retailer conference
results



Revenue           + 60%
Conversion Rate    + 38%
Total Transactions + 55%



                    jan 2009 • int...
results



Average Order – 20%




                      jan 2009 • internet retailer conference
results



Average Order – 20%

See slide #35: “Determine success metrics.”




                                          ...
onward!



          jan 2009 • internet retailer conference
onward!



Test like heck.
New products & brands.
Microsites.
Action 5.0 ...

                    jan 2009 • internet reta...
Thank you.

josh levine jl@alexanderinteractive.com
seth newman seth@actionenvelope.com



Download the presentation at: w...
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Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership

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Josh Levine and Seth Newman discuss the redesign of Action Envelope's successful ecommerce website by web agency Alexander Interactive. Presented at the 2009 Internet Retailer Web Design Conference and Expo.

----

Description from Internet Retailer Conference:

"Springing into action with a new web site design"
- Seth Newman, COO, Action Envelope
- Josh Levine, Chief Creative and Experience Officer, Ai – Alexander Interactive

At Action Envelope, most customer interaction is through the web site. That makes the web site a crucial touch point with customers—and the reason that the company continually redesigns the site. Its latest version takes ActionEnvelope.com to new heights of interactivity, and includes advanced technologies that permit shoppers to create their own stationery and envelopes and see the results quickly and without leaving the page they're on. For instance, a Made-to-Order feature allows customers to create customized envelopes by size, color, stock and window. A drop-down tab lets existing customers sign in and complete a reorder without having to scroll through product pages. Seth Newman, COO of Action Envelope, and Josh Levine, chief creative and experience officer of Action Envelope's design partner Alexander Interactive, will discuss how Action Envelope knew it was ready for a redesign, how it prioritized its steps, how it weighed the pros and cons of interactive, advanced technology and the results Action Envelope has achieved.

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Transcript of "Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership"

  1. 1. a true story... about an agency and client partnership and how together, they executed a successful redesign. the client guy the agency guy Seth Newman Josh Levine Chief Operation Officer Chief Creative & UX Officer Action Envelope Alexander Interactive jan 2009 • internet retailer conference
  2. 2. client profile plain and printed envelopes in all sizes, styles, and colors • Founded in 1971 • Top 500 Internet Retailer, since 2006 • Based on Long Island NY • Inc 5000 Fastest Growing company, since 2006 • 35 Employees • Internet Retailer Hot 100, 2009 • Over 250,000 Customers • iMerchant Awards - Silver, Office Supplies, 2005, 2008 jan 2009 • internet retailer conference
  3. 3. alexander interactive agency profile ecommerce strategy, design & development • Founded 2002, independent • 40 hands-on employees • Manhattan office • Collaborative, client-focused approach select clients jan 2009 • internet retailer conference
  4. 4. History Why Redesign? And So We Begin... today’s plan The Details Results Onward! jan 2009 • internet retailer conference
  5. 5. history jan 2009 • internet retailer conference
  6. 6. history Launch 1.0 august 2000 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  7. 7. history Launch 2.0 september 2001 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  8. 8. history Action Meets Ai may 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  9. 9. history Action Selects Ai 2 weeks later 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  10. 10. history We Launch 3.0 october 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  11. 11. history Decide to Redesign july 2006 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  12. 12. history Launch 4.0 january 2008 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  13. 13. why redesign? jan 2009 • internet retailer conference
  14. 14. why redesign? june Average Order Was Up 2006 132 119 launch launch 3.0 2.0 106 93 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference
  15. 15. why redesign? june Conversion Rate Was Up 2006 7 6 launch 5 3.0 launch 4 2.0 3 2 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference
  16. 16. why redesign? june Revenue Was Up 2006 8.5 launch 3.0 7.1 5.7 4.3 launch 2.0 2.9 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference
  17. 17. why redesign? june Customers Were Happy 2006 “ You have the best website in the whole wide world...” — mary j. jan 2009 • internet retailer conference
  18. 18. why redesign? All good, right? jan 2009 • internet retailer conference
  19. 19. why redesign? jan 2009 • internet retailer conference
  20. 20. why redesign? Look beyond the numbers. jan 2009 • internet retailer conference
  21. 21. why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. jan 2009 • internet retailer conference
  22. 22. why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. jan 2009 • internet retailer conference
  23. 23. why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. Because they said so. jan 2009 • internet retailer conference
  24. 24. why redesign? “ If I'd asked my customers what they wanted, they'd have said a faster horse.” — henry ford jan 2009 • internet retailer conference
  25. 25. why redesign? Scalability. jan 2009 • internet retailer conference
  26. 26. why redesign? Scalability. Modernize design. jan 2009 • internet retailer conference
  27. 27. why redesign? Scalability. Modernize design. Customer-centric experience. jan 2009 • internet retailer conference
  28. 28. why redesign? Scalability. Modernize design. Customer-centric experience. Room to innovate. jan 2009 • internet retailer conference
  29. 29. why redesign? It’s time. jan 2009 • internet retailer conference
  30. 30. and so we begin... jan 2009 • internet retailer conference
  31. 31. and so we begin “ Okay, so here is the list of the 2940 features I want on the new site. Check them out. ” — seth jan 2009 • internet retailer conference
  32. 32. and so we begin “ Okay, so here is the list of the 2940 features I want on the new site. Check them out. ” — seth “ Oh, and let’s launch in 5 months.” — seth, again jan 2009 • internet retailer conference
  33. 33. and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photography Upload Status Bar Quick Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelope Admin Workflow Printed Envelope Express Shop RSS Order Status Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Facility Tour Process Demo Videos jan 2009 • internet retailer conference
  34. 34. and so we begin Define the goals. jan 2009 • internet retailer conference
  35. 35. and so we begin Define the goals. Determine success metrics. jan 2009 • internet retailer conference
  36. 36. and so we begin Define the goals. Determine success metrics. Prioritize features. jan 2009 • internet retailer conference
  37. 37. and so we begin Define the goals. Determine success metrics. Prioritize features. Finalize plan and scope. jan 2009 • internet retailer conference
  38. 38. and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos jan 2009 • internet retailer conference
  39. 39. and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos jan 2009 • internet retailer conference
  40. 40. and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos Email Order Reminders Customer Network Muffins Forum Green/Recycled Paper Boutique Paper Upsell Features Quick Look Previews SEO Landing Pages Envelope Bundles jan 2009 • internet retailer conference
  41. 41. the details jan 2009 • internet retailer conference
  42. 42. 01 Homepage - Give more, show less before jan 2009 • internet retailer conference
  43. 43. 01 Homepage - Give more, show less after jan 2009 • internet retailer conference
  44. 44. 02 Simplify the Navigation before jan 2009 • internet retailer conference
  45. 45. 02 Simplify the Navigation after jan 2009 • internet retailer conference
  46. 46. 03 Browsing paths / Homepage before jan 2009 • internet retailer conference
  47. 47. 03 Browsing paths / Homepage after orange jan 2009 • internet retailer conference
  48. 48. 03 Browsing paths / Shop by color before jan 2009 • internet retailer conference
  49. 49. 03 Browsing paths / Shop by color after fpo jan 2009 • internet retailer conference
  50. 50. 03 Browsing paths / New fpo jan 2009 • internet retailer conference
  51. 51. 04 Product photography zoom icon jan 2009 • internet retailer conference
  52. 52. 05 Product page before jan 2009 • internet retailer conference
  53. 53. 05 Product page 05 Overhaul product page jan 2009 • internet retailer conference
  54. 54. 05 Product page “Guys, I think we nailed it...” — seth jan 2009 • internet retailer conference
  55. 55. 05 Product page “Guys, I think we nailed it...” — seth And then the following morning... jan 2009 • internet retailer conference
  56. 56. 05 Product page “Guys, I think we nailed it...” — seth And then the following morning... “Guys, it is looking too busy, I think we need to rethink the entire page.” — seth jan 2009 • internet retailer conference
  57. 57. 05 Product page jan 2009 • internet retailer conference
  58. 58. 05 Product page jan 2009 • internet retailer conference
  59. 59. 05 Product page jan 2009 • internet retailer conference
  60. 60. 05 Product page jan 2009 • internet retailer conference
  61. 61. 05 Product page jan 2009 • internet retailer conference
  62. 62. 06 Make reordering simple jan 2009 • internet retailer conference
  63. 63. 07 Decrease checkout abandonment jan 2009 • internet retailer conference
  64. 64. 07 Decrease checkout abandonment Path 1: Plain envelopes Path 2: Printed envelopes jan 2009 • internet retailer conference
  65. 65. 08 Enable creation of custom envelopes jan 2009 • internet retailer conference
  66. 66. results jan 2009 • internet retailer conference
  67. 67. results Revenue + 60% Conversion Rate + 38% Total Transactions + 55% jan 2009 • internet retailer conference
  68. 68. results Average Order – 20% jan 2009 • internet retailer conference
  69. 69. results Average Order – 20% See slide #35: “Determine success metrics.” jan 2009 • internet retailer conference
  70. 70. onward! jan 2009 • internet retailer conference
  71. 71. onward! Test like heck. New products & brands. Microsites. Action 5.0 ... jan 2009 • internet retailer conference
  72. 72. Thank you. josh levine jl@alexanderinteractive.com seth newman seth@actionenvelope.com Download the presentation at: www.alexanderinteractive.com jan 2009 • internet retailer conference
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